Digital Remedy

FEBRUARY 24, 2025

In Part 1 of our Intro to Incrementality series , we covered the fundamentals-measuring incremental lift by comparing test (exposed) and control (holdout) groups. In Part 2 , we explored how to create accurate control groups using ghost bidding to eliminate bias and avoid skewing incrementality analysis.

CPA 59

CPA Control Group Conversion Audience 59

Martech

APRIL 18, 2024

Features include synthetic control groups that eliminate data variables; Incremental models that consider many external variables like seasonality; and the ability to run multiple data experiments and get results within minutes. Adjust’s InSight is a mobile analytics solution.

MarTech 110

MarTech Control Group Conversion Video Ads 110

Martech

JUNE 29, 2023

A control group who weren’t served Facebook ads didn’t make purchases, so this confirms that the ad targeting was effective. In both, the customers were targeted because they’d already spent some “dwell time” on the brand page without purchasing.

Retargeting 108

Retargeting Control Group MarTech Food 108

Martech

MAY 12, 2022

Set up a control group. Did the test group show a lift over the control group? After that, set up and test simple automation so you can see your data immediately. Half of your browsers get the message, and half don’t. Let it run for a while, then take a reading. If so, expand the test. Tweak the copy.

Control Group 111

Control Group MarTech Marketing Conversion 111

illumin

MAY 9, 2024

Determine your audience and control group – Identify who will be the target of your study. From there, you can segment and organize your audience into two groups: one that sees your campaign and another that will serve as a control group that will not see it.

Brand Lift 105

Brand Lift Advertising Brand Awareness Control Group 105

Digital Remedy

MAY 31, 2022

We mentioned how, at the very heart of this analysis, there is a comparison between two groups: Exposed Group – those who saw ads. Control Group – those who did not see ads. Controlling The Control. Real-World Example. Remember our basketball example?

Control Group 52

Control Group Impressions A/B Testing Ad Space 52

Martech

JANUARY 3, 2023

Plan ROI measurement from the beginning, including control group management. Plan your ROI measurement needs for use cases and overall CDP investment from the beginning to ensure you have the right control groups and testing methodology in place. Considerations. Metric/KPI frameworks. Market-based sales lift testing.

ROI 102

ROI Control Group Audience Cookies 102

Single Grain

APRIL 27, 2025

Control groups : Maintain proper control groups for accurate measurement. Test prioritization : Rank tests based on potential impact, confidence, and implementation effort. Sample size calculation : Ensure tests run long enough to achieve statistical significance.

Retargeting 52

Retargeting Conversion Rate Machine Learning Conversion 52

The Ad Tech Blog

MAY 30, 2024

In a study, rats treated with low-dose MB showed a 66% improvement in memory retention compared to a 31% improvement in the control group. The biochemical effects of MB include increased brain cytochrome c oxidation, which correlates with improved memory performance.

Audience 130

Audience ROI Control Group Media 130

Martech Series

JANUARY 19, 2023

An at-home panel of 1,316 viewers was divided into randomized exposed and control groups, who watched content of their choice interspersed with streaming-specific advertising and traditional advertising. The research involved multiple brands representing different verticals, including T-Mobile and Subaru.

Video Ads 77

Video Ads Control Group Brand Awareness Entertainment 77

AdvertiseMint

OCTOBER 21, 2023

By conducting incrementality testing, where audiences are randomly segmented into a test group and a control group, marketers can gauge the incremental conversions attributed to a particular marketing campaign. Campaign Exposure : The test group is exposed to the marketing initiative, while the control group is not.

Control Group 40

Control Group Conversion Conversion Rate Audience 40

Ad Monsters

JUNE 27, 2024

One is a straightforward control test, which is easier to execute. For instance, we could test a campaign with a major home improvement customer by isolating a test group from a larger control group. We would then analyze pre- and post-campaign effects on shopping behavior using statistically relevant data.

Retail 111

Retail Media Control Group Conversion 111

All About Advertising Law

DECEMBER 12, 2013

It’s not new news that to support weight loss or other health claims the FTC is requiring substantiation in the form of at least one (sometimes two) RTCs or randomized, controlled human clinical trials.

Control Group 40

Control Group Manufacturing Marketing 40

All About Advertising Law

OCTOBER 24, 2022

Cooper stressed the need for causal, “but-for” evidence showing that children exposed to advertising behaved differently than a control group, and to avoid the assumption that exposure to advertising in and of itself is harmful.

Media 111

Media Advertising Education Entertainment 111

Single Grain

JUNE 28, 2019

You could run a controlled experiment that shows different versions of a webpage to different control groups. Group A sees your standard page with a 150-word product description; Group B is redirected to a duplicate of the page with a 400-word product description. Let’s put that into practice.

SEO 104

SEO A/B Testing Click Through Rate Banner 104

Single Grain

JUNE 13, 2023

Households showed a 10% increase in purchasing Silk products compared to the control group. For every 1,000 individuals who viewed influencer marketing, their collective purchases of Silk products amounted to $285 more than the control group. Social Shepherd ) 50.7%

Advertising 102

Advertising Click Through Rate Display Advertising ROI 102

Martech

MARCH 6, 2024

We set up our control and variant and established a study period and success metrics The control was the current frequency schedule which sent two campaigns a month. We ran the test for three months, generating six campaigns for the control group and 12 for the variant and took the average for each metric.

Conversion Rate 118

Conversion Rate Conversion Control Group Audience 118

Martech

JULY 5, 2022

To measure how effective your personalization use is, use customer lifetime value over a long time period – months, even years – and compare the results with those from a control group, which receives no personalization. Don’t ignore campaign-level results, but log them and view them over time.

Marketing 123

Marketing Conversion Control Group Shipping 123

AdExchanger

OCTOBER 27, 2022

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…. The post Comic: Ghost Ad appeared first on AdExchanger.

A/B Testing 125

A/B Testing Control Group Advertising 125

Monetize More

MAY 19, 2023

Experiments: let you apply the suggested changes to a fixed portion of your traffic and compare the results to a control group where the rule changes haven’t been used. When you apply a change to a given blocking or pricing rule, the suggested changes are implemented right away.

Ad Exchange 98

Ad Exchange CPM Impressions Header Bidding 98

Digiday

NOVEMBER 17, 2022

Another approach to measuring CTV incrementality is randomized control versus exposed testing. This method involves a target audience who will receive a brand’s CTV ad, while a randomized control group — generated from the same audience attributes as the exposed group — does not receive the ad.

A/B Testing 68

A/B Testing Conversion Audience Control Group 68

Digital Remedy

JANUARY 27, 2023

The first group is an exposed group, that’s people who have seen the campaign that we’re running for a client. The second group is a control group, and these are people who are actively prohibited from seeing an advertisement from this campaign. There’s no skew this way.

CPA 52

CPA Control Group Conversion Rate Conversion 52

MNTN

DECEMBER 19, 2022

It works by enabling marketers to confidently evaluate their campaign’s results alongside the results earned by a dynamic control group of similar audiences who have not seen your ad.

Control Group 52

Control Group Audience ROI Advertising 52

MNTN

FEBRUARY 16, 2023

“I think the methodology MNTN uses to measure incrementality is transparent and easy for anyone to understand —particularly that the same number of people are in our control and exposed groups. That direct comparison makes it simple to tell a story internally and prove how our campaigns are driving the business forward.

Control Group 52

Control Group Audience Communications Conversion 52

MNTN

FEBRUARY 16, 2023

“I think the methodology MNTN uses to measure incrementality is transparent and easy for anyone to understand —particularly that the same number of people are in our control and exposed groups. That direct comparison makes it simple to tell a story internally and prove how our campaigns are driving the business forward.

Control Group 52

Control Group Audience Communications Conversion 52

InMobi

SEPTEMBER 3, 2019

Here, a very short poll is distributed to everyone who saw the original ad (plus some that didn’t, as a control group) to see if they recalled seeing that ad at some point later on (24 hours later, one week later, one month later, etc.). This is where ad recall surveys can come in handy.

Advertising 52

Advertising Demand Side Platform Brand Lift Control Group 52

Digiday

NOVEMBER 15, 2022

According to research by Unmissable, audio emerged as a vital channel for the Race for Life campaign and provided strong uplifts versus the control group. The teams employed postcode targeting to call out a listener’s local race and recorded ad variants in male and female voices with regional accents.

Advertising 69

Advertising Marketing Fashion Agency 69

Digital Remedy

MAY 16, 2022

Coming up in our next post , we’ll discuss how brands and agencies can create and leverage holdout (or control) groups. Can’t wait? Check out our full insights report or speak to a member of our team today. The post Intro to Incrementality Series: Part I appeared first on Digital Remedy.

Conversion Rate 52

Conversion Rate Conversion Control Group Media 52

Digital Remedy

MAY 16, 2022

Coming up in our next post, we’ll discuss how brands and agencies can create and leverage holdout (or control) groups. Can’t wait? Check out our full insights report or speak to a member of our team today. The post Intro to Incrementality Series: Part I appeared first on Digital Remedy.

Conversion Rate 52

Conversion Rate Conversion Control Group Media 52

MNTN

FEBRUARY 6, 2024

Test and Control Groups Don’t just assume that your chosen model is the absolute best and you’ll never outgrow it. Setting up control groups to isolate the effects of your preferred attribution model will keep you on top of its effectiveness.

Marketing 52

Marketing Conversion A/B Testing Control Group 52

All About Advertising Law

OCTOBER 26, 2015

Commissioner Ohlhausen attacked the credibility of this survey because it lacked an experimental control group, which is particularly important to distinguish between preexisting consumer misunderstanding about plastic biodegradability from any consumer misunderstanding ECM’s claim caused.

Control Group 40

Control Group Marketing Advertising 40

Single Grain

MAY 16, 2023

Compare this figure to the control group, which saw a mere 14% top-of-mind awareness. In a study on brand awareness, native video ads topped the list of strategies that boosted their visibility: 33% of participants displayed top-of-mind awareness about a brand when shown a native video ad.

Native Advertising 52

Native Advertising Advertising Video Ads Machine Learning 52

Martech Series

SEPTEMBER 12, 2022

d) Campaign evaluation and optimization – The system to calculate the actual monetary uplift of each customer-trigger-message-channel combination (requires the use of test and control groups so that the actual uplift of the real-time campaign can be accurately evaluated and optimized for future campaigns).

Marketing 94

Marketing Communications Retail Pop-Up 94

InMobi

AUGUST 28, 2020

As our control group, we first looked at three representative Red states (Alabama, Utah and Indiana) and three representative Blue states (Vermont, Illinois and Washington). We then compared those usage patterns with what we found in what will likely be solidly Republican and Democratic states. Here’s what we found.

Control Group 52

Control Group Marketing 52

Martech

MARCH 30, 2022

If your testing results are statistically significant, it means that the differences between testing groups (the control group, which was unchanged, and the group that received a variable, such as a different call to action or subject line) didn’t happen because of chance, error or uncounted events.

Conversion 105

Conversion A/B Testing Control Group Marketing 105

Single Grain

FEBRUARY 17, 2020

According to the Realeyes study, participants who viewed the branded content rated the featured brand 57% more favorably than the control group. Nielsen found the same in their study: Branded Content Drives Brand Affinity. Nielsen agrees: Branded Content Grows Purchase Intent.

Education 140

Education Pop-Up Entertainment Audience 140

Martech

APRIL 17, 2025

The simplest way to explain incrementality-based measurement is to compare a treatment group to a control group a counterfactual that shows what would have happened without the campaign. As I often repeat: Attribution tells you what happened. Incrementality tells you if it mattered.

Retargeting 98

Retargeting Non-Profit ROI Conversion 98